“The fragrance of handwoven fabric, the taste of heirloom recipes, or the rhythmic beat of a folk dance—these memories transport us back to a simpler, richer India”
In the realms of tradition and heritage that still evoke childhood nostalgia, artisans and traditional art forms seem to be losing their relevance in the modern day, as society swiftly moves towards westernization.
In a rapidly modernizing world, where global trends often overshadow local legacies, India’s rich heritage stands at a crucial crossroads. The rhythms of folk music, the craftsmanship of brass utensils, the wisdom of traditional foods—these elements of culture are more than memories; they are living, breathing expressions of our collective identity. And yet, many of these traditions and the artisans who uphold them are at risk of fading.
While the western world continues to fascinate us,surprisingly, it is India’s Tier 2 and Tier 3 cities—those often overlooked in the discourse on innovation—that have emerged as the guardians of this cultural wealth. Here, a new generation of entrepreneurs is taking on the mantle of preservation and innovation. These cultural entrepreneurs are blending age-old techniques with contemporary aesthetics, breathing fresh life into crafts, textiles, wellness practices, and cuisines. As we embrace modernity, it becomes all the more important to support entrepreneurs who are turning out to be torchbearers—reviving and reimagining these age-old art forms and cultural legacies. From small towns, they are taking the essence of India to the entire nation—and to the world.
Take, for instance, P-TAL (Punjab Thathera Art Legacy), a social enterprise that is reviving the almost-lost art of hammered brass and copper utensils in Jandiala Guru, Punjab. Recognized by UNESCO as a heritage craft in urgent need of preservation, the Thathera community was on the brink of giving up their traditional livelihoods. P-TAL stepped in with a vision to modernize without erasing the past—by training artisans, introducing contemporary product lines, and creating access to premium markets through e-commerce. Today, P-TAL is not only ensuring the craft’s survival but also transforming the economic realities of the artisans who practice it.
Another trailblazer is Phool, a startup based in Kanpur that is reimagining temple waste. Every day, tons of floral offerings from temples are discarded into rivers, polluting water bodies and harming aquatic ecosystems. Phool collects this floral waste and upcycles it into eco-friendly incense sticks, compostable packaging, and even a sustainable alternative to leather called “Fleather.” What began as an environmental solution has evolved into a powerful cultural and economic model—preserving the sanctity of rituals while generating employment for women from marginalized communities. Phool’s innovation showcases how cultural entrepreneurship can drive both ecological regeneration and social inclusion.
These examples underline a vital truth: India’s cultural heritage is not static—it is alive, dynamic, and full of entrepreneurial potential. To unlock this potential, cultural entrepreneurs need structured support, access to networks, visibility, and mentorship tailored to their unique contexts. This is where Culture Catalyst steps in.
While entrepreneurs take on the daunting task of making these traditions household names, AIC-ISB, PCP and NICE have joined hands to support them in their journey to uplift and celebrate the true essence of India. Culture Catalyst is an initiative aimed at empowering entrepreneurs who are bringing India’s rich cultural tapestry to the world—through handicrafts, traditional foods, wellness and beauty, tourism, and fashion. It is our effort to support those who are painting the world with the vivid hues of India’s heritage. This six-month-long program is designed to holistically support these cultural entrepreneurs across every critical aspect of their journey. From brand building and digital marketing to go-to-market strategy, investor readiness, market access, and investor connects—Culture Catalyst provides all the tools and mentorship needed to succeed and scale sustainably.
As we navigate a globalized future, preserving what makes India distinct becomes even more critical. Programs like Culture Catalyst aren’t just about business acceleration—they are about cultural stewardship and economic empowerment. They represent a commitment to ensure that the traditions, stories, and artistry of India don’t just survive—but thrive.
If you are a cultural entrepreneur or know someone preserving India’s heritage in unique ways, we invite you to explore Culture Catalyst. Together, let’s bring India’s vibrant legacy to the world.